Chinese Brand Strength Red Bean Brand Story Will Appear In CCTV'S "Big Country Brand".

Tell the story of Chinese brand

Strength, let the world see Chinese brand.

Recently, the red bean brand story "red bean relay" was launched in CCTV-1's "big power brand" column. This shows that the red bean brand as a Chinese brand representative will appear in CCTV to convey the Chinese brand image to the world.

The CCTV annual blockbuster program, which aims to practice the dream of national brand power, has attracted great attention since its launch in July 1st. The program has focused on displaying a number of corporate brands representing China's national brand image.

Zhou Haijiang, vice chairman of the National Federation of industry and Commerce and chairman and CEO of the board of directors of the red bean group, said in an interview with the production crew: "red beans are visible and love is an invisible red bean.

The red bean culture is the Chinese culture, the red bean sentiment is also the national sentiment. I hope our next generation can continue to stick to this sentiment culture, let the red bean grow old and fresh, spread this sentiment to every corner of the world.

Zhou Haijiang, chairman of the board of Hong Kong Group and CEO

A red bean

As China's first documentary about the pformation and upgrading of enterprise brand, the great power brand has reacted strongly after the CCTV-1 was officially launched.

From the perspective of documentary, the film illustrates the 3 minutes of Chinese brand story, uses art to restore reality, expounds how to present China's brand story to the domestic and international scene in the national media, and to tell the story of Chinese brand.

It is understood that 3 minutes.

Feature films, taking the emotional appeals and rational appeals as the supplementary means, take the core competitiveness of red bean enterprises as the basis of "sentiment culture". With the opening ceremony of the Acacia poem by Wang Wei, the great poet of the Tang Dynasty, with the perspective of CCTV's "big power brand", the national brand on the coast of Taihu represents the red bean.

Red bean Taxus greenhouse

Through the four chapters of love, affection, friendship and Silk Road, the whole story shows the red bean sentiment culture, creating the first cultural brand in China. It shows that red bean sticks to the real economy, and ploughs the four major industries such as textile and clothing, rubber tires, biomedicine, real estate and so on. It conveys the enterprise sentiment of red bean for 60 years and 60 years.

Rooted in the fertile soil of national traditional culture, fully absorbing the red bean culture of Chinese culture, domestic culture, Wu culture and tin business culture, its concept, spirit and feelings interweave with Chinese culture. The deep feeling shows the distance between the brand and the audience, triggering resonance, and making the red bean brand image truly popular among the people.

And the nation is the world. The red bean is the most important Chinese cultural voice flowing in the blood. It not only touches China, but also moves the world.

The Hong Kong Special Economic Zone in Kampuchea

Half of famous brand is culture.

The highly scarce resource of brand is increasingly becoming one of the core elements of the survival and development of modern enterprises.

For decades, the red bean group has been focusing on brand building and brand culture construction.

In 1983, when Zhou Yaoting, the founder of the red bean group, took over the small factory which was on the verge of closing down, he felt that he should give the enterprise a loud and cultural name.

After careful consideration, the Millennium red bean tree and Wang Wei's Acacia poems gave him inspiration, so the red bean, a poetic trademark rooted in the fertile soil of the traditional culture, was born.

Adhere to brand building and development.

In 1989, red bean took the lead in investing in CCTV at a cost of 1 million 600 thousand yuan for advertising. In 1992, the red bean sweater swept the country, and even the news anchorman also walked into the studio.

Red bean is also constantly innovating products to consolidate its brand position.

Over the past decades, red bean has been developing well selling new products. In 1980s, knitted sweater, nurse shirt, 1990s cotton knitted ironing T-shirt, "fragrant" cotton and ironing T-shirt, since 2000, red bean men's clothing has led the mainstream life style, interpreted Chinese men's emotion, and created male image with qualitative sense.

Half of famous brand is technology and half is culture.

In order to inject cultural content into the brand and create the first Chinese cultural brand, in 2001, red bean launched the cultural concept of "brand holiday". Every year, it invested huge sums of money to build "red bean Tanabata Festival". Through poetry recitation, folk forum, evening party, love songs competition, love story competition, collection of the most beautiful love stories and other forms, the new era element was added to the Seventh Festival of the former farming civilization. It was known as the "red bean resistance rose" by the famous poet Yu Guangzhong.

Through more than ten years, one day, advocating China's "Valentine's Day - red bean Tanabata Festival" has further highlighted the brand attributes of red bean culture and promoted the popularity of the brand at home and abroad.

2006, Tanabata was listed in the first batch of national intangible cultural heritage list. In 2010, Tanabata was listed as our festival by seven ministries and commissions of the country.

Zhou Haijiang, chairman of the board of directors of the red bean group, believes that under the impact of a large number of western festivals, the red bean is meant to make the old Tanabata Festival return to the life of the contemporary Chinese people, giving the traditional culture the characteristics of the times, so that cultural self-confidence can take root.

In 2016, Zhou Haijiang and his father Zhou Yaoting donated $10 million to the Wuxi charity foundation.

Tell the story of Chinese brand

In May 2014, general secretary Xi Jinping put forward the idea of promoting the pformation of Chinese manufacturing to China, the pformation of China's speed to China's quality, and the pformation of Chinese products to Chinese brands.

In May 2015, the Central Propaganda Department issued the requirements on Strengthening China's brand for internal and external publicity work, deepening the development of "going to change" activities, telling the story of China, spreading the voice of China, shaping the national image and enhancing the national soft power.

This year, the general office of the State Council replied that since 2017, it will be set up every year in May 10th as "China brand day".

The great power brand is to carry out the national strategy of "brand power", further strengthen the historical mission of "national platform and national brand" of national TV stations, promote the influence of brand credit construction, enhance the international competitiveness of Chinese enterprises, and export China to the world.

A special program on values and Chinese culture.

In July 1st, the founding of the Communist Party of China and the return of Hongkong, the "great power brand" appeared on this day, showing the rise of the national brand and the changes brought by the Chinese enterprises to the world, so that the "brand power dream" became a new carrier of the "Chinese dream".

In order to give a gold medal program, the great power brand also adopted the gold medal production team that had successfully created the column of China's annual brand.

It is understood that this red bean brand story production team will be filmed in Wuxi and Beijing. The picture will fully integrate red bean men's clothing, red bean home, home textiles, small red bean children's clothing and other elements.

The program will be broadcast on the CCTV-1 comprehensive channel in September. The red bean image will be displayed all over the world and the red bean sentiment culture will be conveyed.

For more information, please pay attention to the world clothing shoe and hat net information report.